Objective:

Grow brand love by introducing a new brand platform that reminded consumers of Pandora’s relevance in their everyday lives.

Role:

Brand and media strategist, owning creative development and agency management. (Creative: Pandora Internal Creative)

Strategy:

On a scrappy budget, we narrowed in on a specific, but universal, struggle of the holiday season: travel. We blanketed airports, train stations and bus shelters with hyper-specific, tailored messaging, amounting to over 1,100 creatives.

Our ads asked travelers to turn the tables on traffic, delays and crowds — by turning up to their favorite songs, podcasts and playlists on Pandora.

Results:
67M incremental user hours, which demonstrated the value of Brand and unlocked 3x media budget the following year.

2019 follow-up lifted brand relevance +15 points, favorability +9.